Research On Our Enterprises Network Brand Building

In 2008, China's GDP ranking in the top three, which indicates that China's economic strength improved significantly. But we also see in the world top 500 enterprises, the number of Chinese enterprises is very limited, many of them are state-owned enterprises in China. China's international well-known brand is even fewer. To have an international brand is undoubtedly the greatest competitive advantages of enterprises, and also is the object of each business to pursue. In the current era of network economy, the power of network media and its influence, which makes many enterprises begin to pay attention to build the network brand.This paper use theoretical analysis mostly, and have a research on how to build network brand of Chinese traditional enterprises currently. Based on the difference between network media and traditional media, it is conclude that the network media has unlimited power of building brand. Then, the paper has the description of definition and characteristics of network brand, and the relationship between network and traditional brand. According to the situation of Chinese enterprises and building brand by network, this paper conclude the strategic move on building network brand of Chinese enterprises. Finally, take an example of "Haier" to introduce the assessment methods about the value of Chinese network brand, so as to have the necessity of building network brand in china.As the differences of political, economic, cultural and technological environment between each country, internet marketing and the shaping of network brand have a great gap between china and western developed countries, so we are still at the initial stage of development. In order to enhance the international competitive advantage of Chinese enterprises, we have a long way to go in shaping the network brand.